In the business war, to be invincible, first of all, we must pay attention to the "monastic warranty". Its essence is to digest internal management, cultivate the way not to be defeated from all aspects, and establish an internal mechanism for victory. Any business entity is composed of the four major elements of people, finance, materials and information, and the operator manages all business activities through the five functions of planning, organizing, commanding, coordinating and controlling.

Secondly, it is necessary to "control the right due to profit", comprehensively consider the environment, capital, technology, talents, equipment, raw materials and other conditions, formulate production plans and marketing strategies, and effectively organize various business activities.

□ ingenious Yantai Brewery won a big victory

Operators are good at choosing breakthroughs, giving full play to their limited conditions, highlighting their own advantages, and also being able to defeat their competitors.

In old Shanghai, the British Sassoon & Co. opened the "Friends Beer Brewery", the Jardine Matheson & Co. opened the "Jardine Matheson Brewery", and the French opened the "National Brewery". In the 30 years of the 20th century, Shanghai's beer market was almost monopolized by these three breweries, and the annual advertising cost was 400,000 yuan. In this situation, beer produced in China cannot squeeze into Shanghai.

Shandong Yantai Brewery is jointly founded by some local ethnic capitalists, with assets of only 200,000 yuan. The quality of the beer it produces is not inferior to that of the British and French breweries, but when it arrives in Shanghai, no one cares about it. Yantai Brewery was determined to compete with foreigners, and launched a huge and unique public relations campaign.

First, they rented a storefront on the ground floor of New World, a massive amusement park at 20 Jing'an Temple Road in Shanghai, and decorated it to raise the brewery's profile and establish its corporate image. After obtaining the consent of "New World", Yantai Brewery published a large advertisement on the pages of various newspapers, which read: On a certain day, tickets can be purchased to enter "New World", and Yantai Brewery will give a face towel. After that, you can drink beer for free, and the first to third places will be determined according to the number of beers, and the grand prize will be given.

When the day came, Shanghai's Nanjing Road was crowded with people, and citizens rushed to get tickets, and beer was served free of charge in the "New World" for a whole day. The move caused a sensation in Shanghai, with newspapers rushing to report on it, and the Yantai Brewery became famous. The words "Yantai Distillery Gift" have entered thousands of households with the towels given by the manufacturer to customers, acting as a silent propagandist. In particular, the word "gift" has brought manufacturers and customers closer a lot emotionally, and Yantai Brewery has achieved great success in its first move.

A month later, Yantai Brewery published news in major newspapers: one week, some Yantai beer will be hidden in Shanghai's Bansong Garden, and Shanghai citizens are welcome to find a bottle of beer and award 20 cases of beer. So, on this day, there were many people in Bansong Garden, and there were people looking for Yantai beer everywhere. A total of 520 cases of beer were shared on this day.

These two ingenious moves of Yantai Brewery have enabled many Shanghai citizens to taste Yantai beer, have an understanding of the quality of the wine, and successfully complete the self-promotion process, while the cost of publicity is less than half of that of the British and French breweries.

The monopoly of the British and French breweries was broken, and they were very unwilling, so they increased the commission to the owners who sold the French beer. Yantai Brewery decided to take out 10,000 yuan as a bonus out of 10,000 cases of wine. In the 10,000 bottle caps, four different characters are printed: "China", "China", "Beer" and "Wine", representing 1 yuan, 2.5 yuan, 5 yuan and 10 yuan respectively. When consumers open the bottle, as long as they find the cap with the word, they can take it to the Shanghai office of Yantai Brewery to exchange money. It's a brilliant trick that customers are willing to buy their beer. The more beer the waiter in the restaurant prescribes, the greater the hope of winning, so they are willing to sell Yantai beer. The words printed on the bottle cap can arouse the national consciousness of the citizens, and it is more likely to buy Yantai beer. As a result, this beer war ended with the defeat of the British and French breweries, and the Yantai brewery won a big victory.

The advantage of Yantai breweries is that they are engaged in the brewing industry in their own local area. They make full use of the "love" of foreigners, and use this as a breakthrough to skillfully defeat their foreign opponents.

□ is based on faith and Tian Liangping creates a great cause

In the operation and management of enterprises, we should be good at abandoning old concepts, creating enterprise strength and corporate culture, so as to adapt to market competition and improve corporate image.

Japan's 81/2 trading company started by selling vegetables along the streets, and it was run by Ryohei Wada and his wife Katsu. At the beginning of the business, Hetian Liangping and his wife knew that since the "small family" and "small industry", the congenital conditions are insufficient, only by working hard and constantly creating a bar, can they gain a foothold in the fierce competition and be able to develop and grow. For this reason, the couple took "Tong Su is not deceitful" as their creed of doing business.

After more than 10 years of hard work, Ryohei Wada and his wife finally had their own shop, which was called "Yabaihan Atami Branch". However, Atami City was soon hit by a series of fires, and thousands of homes were burned to the ground, and the "Eight Hundred and a Half Atami Branch" was also burned to ashes. At this time, a batch of incoming goods from "Eight Hundred and a Half" arrived after the fire, and the price of vegetables in "Atami" skyrocketed due to the fact that many vegetable shops were killed in the fire. Mr. and Mrs. Ryohei Wada believe that the family is now in difficulty and cannot earn this ill-gotten gain; Moreover, in such a difficult period, if it is still sold at a fair price, it can prove that Bai Ji stresses faith and righteousness, and truly "Tong Su is not deceitful", which is related to the long-term interests of the vegetable store. Therefore, Mr. and Mrs. Wada Ryohei insisted on selling at a fair price, which won the goodwill and respect of the citizens.

At that time, "eight hundred and a half" was associated with more than forty wholesale stores. Knowing that "Eight Hundred and a Half" was in difficulty, the wholesalers offered to forgive or delay the "Eight Hundred and Half" loans. "Eight and a half" believes that business must be credibility, otherwise, it will not be able to develop and grow, and Ryoheio Wada will make up enough cash to settle the accounts on a monthly basis. The wholesalers believe that Hetian Liangping can be trusted, and in the course of Israeli exchanges, they continue to provide excellent conditions for the "Eight Hundred and a Half" and fund the development of the "Eight Hundred".

A fire "eight hundred and a half" was burned to almost nothing. Shortly after the fire, "Eight Hundred and a Half" built a two-story shop on the ruins! This cannot but be attributed to Heliangping's business strategy of "no deception" and emphasizing trustworthiness.

On the basis of their successful careers, Mr. and Mrs. Wada Ryohei reformed the management policy of emphasizing trustworthiness and "child-solving" and boldly implemented a clear and real-price operation - in Japan, there were only 10 stores that dared to do this, and this was the best goods to customers at the lowest price. At one point, Kazu said to her husband, "If we increase the gross profit of each commodity by a penny, we will be able to turn a profit." Wada Ryohei thought about it and said, "We started with a cheap way to run a store, and we must not do it halfway. Starting tomorrow, gross margins per item will be reduced by one percent. When the news spread, the number of customers of "eight hundred and a half" doubled. The unremitting pursuit of "Eight Hundred and Half" and the continuous creation of a shopping environment welcomed by customers have won them good opportunities for development again and again.

Nowadays, although the "801/2" company has gone downhill for various reasons, it has appeared in the international business community as a well-known multinational trading group in the history of development, and it has set up its own branches in Singapore, the United States, Brazil and other countries, and is known for its outstanding faith.

It was with his impeccable credit that Ryohei Wada came back to life.

□ original intention has not changed, and Gates has risen to the top

If a person has a firm belief, it will undoubtedly increase the weight of success. Firm belief is the cornerstone of people's success.

In 1973, Bill Gates entered the prestigious Harvard University, where he introduced the famous BASIC language program and founded Microsoft Corporation. Then Bill Gay dropped out of Harvard University and began to work his way up the computer industry.

On October 28, 1955, Bill Gates was born in Seattle, a beautiful city in the western United States.

At the age of 11, Gates entered one of Seattle's most famous private high schools -

Studied at Lakeside Middle School. When Gates entered this school, he quickly surpassed the rest of his classmates with his aggressiveness, tenacity, attitude, and intelligence.

At this time, computers were quietly emerging, and Lakeside Middle School spent a lot of money to purchase a computer for students to understand and learn. Gates, who loved math and the natural sciences, was fascinated by computers.

At the same time as Gates, Paul Allen, a student in the middle school who was two years older than Gates, also became interested in computers, and their common hobby made them good friends. Once they had mastered some computer skills, the two of them often worked together to plan their dreams.

In early 1971, the programming team at Lakeside Middle School was given an important undertaking when they were approached by a computer company to write a payroll program for one of the company's clients. Because Gates usually has a special talent in this area, he became the center of the group in this work. After the program was written, the computer company promised to give 10 percent of the company's profits to the program team, and also provided them with about $10,000 in computer time.

Also in the fall of that year, Gates' good friend Paul graduated from Lakeside High School and entered the computer science department of the University of Washington. But he still kept in touch with Gates, and he teamed up to solicit business. That's when he and Gates started another company, because they had another business to design a digital transportation software for the city government, so they named the company Transportation Data, and the company made a $20,000 profit from the business.

In 1973, Gates was admitted to Harvard. Harvard is a world-renowned university that is home to outstanding students from all over the United States and around the world. Gates studied law, but for him, entering Harvard was just to follow his parents' wishes, and he didn't learn anything at Harvard, where Gates was still thinking about how to make more money with computers.

In 1974, Paul saw the news of the first personal computer at a bookstall on the way. So Paul hurried to tell Gates. For them, the advent of the microcomputer has put the computer programming technology they have been working on for a long time useful. They knew that the birth of the personal computer would have to be equipped with a microprocessor, which in turn required a simple language command, and this is exactly what Tz and Paul are good at. They were so excited that they immediately called Ed Roberts, who had invented the personal appliance, and lied that they had developed a BASIC language program. In fact, Gates and Paul did not develop any language programs, and they did not want such an opportunity to slip away. In order to truly possess the language, Gates and Paul worked day and night in the computer room for the next eight weeks.

After three or four weeks of hard work by Gates and Paul, the BASIC language program began to emerge, and after another three weeks of modification and completion, the BASIC language program was finally born. By the end of February, the research was all over and everything was ready, and it was decided that Paul would personally bring their results to Robb's Micro Instrument Telemetry Systems company to negotiate with Roberts.

Soon Roberts invited Paul to work for his company, promising him the position of manager of the company's software department. Paul accepted the invitation. Soon after, Gates also went to work with a friend at Paul's company and decided to quit Harvard.

And so, after Gates finished his sophomore at Harvard, he couldn't wait to fly to Albuquerque. Albuquerque's work gave Gates a wide range of free reins, and it was here that Gates and Paul began their real computer studies.

Later, Gates and Paul saw that Roberts did not have a long-term vision of the entire computer industry and its city, and Gates and Paul felt that working with Roberts was not only not enthusiastic but also had no future. So Paul and Gates decided to start anew.

In 1975, Gates and Paul finally formed their own company. They named their company Microsoft Corporation, which is an abbreviation for Microcomputer and Software Corporation.

After Microsoft was founded, Gates and Paul reached an agreement. According to the terms of the agreement, Gates received a 60-40 interest in Microsoft, and as the company continued to grow, the ratio changed to 64-36, and Gates's position in the company became more and more prominent.

In late July 1975, Gates and Paul reached an agreement with Roberts for the right to use 8080BASIC. The 10-year agreement will allow Telemetry to use BASIC worldwide, including re-assignments to third parties, with the consent of the other party. Through this agreement, Gates and Paul have made very good profits. Microsoft got off to a good start with about $180,000 in the deal.

At this time, although Microsoft had not yet formed a big climate, Gates and his friends were already well-known in the computer world. At this time, Microsoft got two big deals, the famous General Electric Company and the national cash register NEC decided to use BASIC.

These two businesses brought Microsoft a lot of money, and more importantly, Microsoft has since made a name for itself.

Then, IBM, the largest computer company, needed a software that would work with computers, and after careful consideration, they decided to give Microsoft a try.

On August 12, 1981, IBM officially unveiled its new personal computer. This computer has a disk drive, 16K storage. When IBM's computer was a sensation, the Wall Street Journal reported that "international business opportunity companies have entered the new industry of personal computers with a new attitude, and it is widely believed that the 'blue giant' will dominate this industry in the next two years." What is even more remarkable is that it was Microsoft under the leadership of the young Gates who provided language programs for IBM's advanced computers.

Microsoft's software for PC PCs includes the BASIC language and drama. Although only one operating system, MS-DOS, is currently used by IBMPC, IBM has not determined the standard of its operating system, so the future of the Gates operating system is still worrying. However, God seems to have been fortunate to Bill Gates once again, and although Microsoft's biggest competitor, Professor Kildare, can provide a 16-bit CPAM operating system, such a system is complex, takes months to complete, and is much more expensive than Microsoft's DOS, so IBM decided to go all in on DOS development. Once again, Gates, who worked with IBM, won.

In the spring of 1982, Professor Kildare's 16-bit CP/M operating system finally hit the market. Although such a system is more expensive, it is still a great threat to Microsoft's DOS. Gates immediately launched an offensive in response to this, and he sent the company's elite generals to attack in all directions, convincing many businesses to use Microsoft's operating system. Because Gates is resourceful and skillfully guides his opponents, and at the same time, with his knowledge of the market, his opponents have not been able to take any advantage.

After unremitting efforts, Microsoft achieved the final victory, half a year after the advent of the IBM personal app, Microsoft officially became the leader in personal computer software, and Microsoft DOS became the only standard in this industry. With the success of IBM's personal computers, Microsoft has also made progress. IBM's computers are in short supply, and orders are flying like snowflakes. By August 1982, IBM had sold 13,533 PCs and earned $43 million. And Microsoft, the provider of PC software, has also grown amazingly. Microsoft is not intoxicated by this, and they are actively working on an upgraded version of MS-DOS. In May 1982, DOS.1, an upgraded version of MS-DOS, was officially completed and put on sale. This upgraded version will increase the disk capacity to 320K, which is more than double the original size. The development of this version took Microsoft to the next level, and Gates, who was only 26 years old, became a pivotal figure in the computer software industry.

In 1995, Microsoft developed the "Windows 95" system software, which is more advanced in function and more convenient to operate, and is Microsoft's masterpiece in the past few years. To that end, Gates is ready to go all out to launch it. Before the official launch, Gates spent $500 million to carry out intensive advertising in various ways, which is an unprecedented feat in the history of world advertising. On August 24, 1995, Microsoft officially launched the "Windows 95" in 12 languages around the world. As soon as the "Windows 95" appeared, it immediately caused a sensation, and for a while, the whole world set off a rush to buy, and within 4 days, the global sales exceeded 1 million sets. By the end of the year, various text versions of "Windows 95" were launched around the world, and "Windows 95" became popular.

In 1998, Microsoft struck again with the launch of Windows 98, which was more functional and easier to operate.

Gates finally reached the pinnacle of the computer software world with his own strength and became the overlord of the industry.

If it weren't for the strong interest in computers, the dream of computers, and the obsession with computers, perhaps there would not be the glory of Microsoft today.

□ strictly control the quality, Zhang Guoxi's reputation is far and wide

Quality is the survival of an enterprise, and only by strictly controlling the quality can we establish a good reputation for the enterprise.

Zhang Guoxi, known as the first rich man in New China, was born in 1952 in an ordinary peasant family in Jiang County, Jiangxi Province.

Zhang Guoxi's childhood was spent in poverty. When he was two years old, his mother died; He finished primary school and had just stepped into the middle school gate, when the frenzy of "*****" swept Yujiang County, and there were no books to read in the school. Fifteen-year-old Zhang Guoxi had no choice but to go to the carpentry workshop of the Yujiang Dengjiabu Farm Tool Repair Society as an apprentice.

Zhang Guoxi became a good carpenter, and five years later he also served as the owner of the carpentry workshop. However, due to poor management, the efficiency of his factory deteriorated, and by 1972, it was on the verge of bankruptcy. As a result, the carpentry workshop, which could not be self-financed, was cut off from the factory and became a separate carpentry factory. The young Zhang Guoxi was appointed to the factory.

Zhang Guoxi is nominally the director of the factory, but what he got from the Farm Tools Society, in addition to 3 flat wood and a few broken sheds, only 21 workers and their families of nearly 100 people have the problem of eating, and the heavy debt of 24,000 yuan "distributed" to their heads!

When it came to the day of the first salary payment, Zhang Guoxi, the factory director, didn't even have a point in his hands! He found his father and wanted to sell the family house. That house was still assigned to their family during the land reform, and it has been lived by three generations of the Zhang family's grandparents.

People became factory directors and were busy building houses for themselves, but Zhang Guoxi, the factory director, was in a hurry to sell his own house! Despite this, the reasonable father, who understands his son's difficulties, is still the same. The house was sold for 1,400 yuan, and Zhang Guoxi got all of it to the factory, which became their most capital.

With this money alone, how many times can you get a salary? The carpentry mill had to find a job to earn. Zhang Guoxi had to find another way.

In desperation, he thought of Shanghai. Just do it, Zhang Guoxi and his partners, 4 people brought 200 yuan and broke into Shanghai. Because they were afraid that the pickpockets would take away this "giant", they hid in the toilet and hid 50 yuan each in their personal pockets. At night, I couldn't bear the hotel, so I curled up under the eaves of the first department store and laid a bunk. They learned from the Venerable Master that the building of the Shanghai Arts and Crafts Import and Export Company was located on Jiujiang Road. Nine is the place name of Jiangxi! They felt a little more cordial, and they also added a little bit of hope.

In the hall where the handicraft import and export company displayed samples, Zhang Guoxi was attracted by a kind of camphor carved box. A box is made up of two or three boxes of different sizes, each of which is a separate handicraft, and there is nothing to be done together; The four edges of the box are stacked with flowers, and the outer wall is layered with dragons, phoenixes, plums and bamboos, which are exquisite. When he heard that the purchase price of each box was 300 yuan, he felt that it was pie from the sky! 300 yuan, the four of them came all the way to Shanghai, and all of them were only 200 yuan! He decided to take the job.

The handicrafts import and export company agreed to Zhang Guoxi's request to undertake 50 sets of export camphor carved boxes, and signed the contract on the spot. Zhang Guoxi's name, the first time a huge sum of 15,000 yuan was connected!

Zhang Guoxi didn't go back immediately, he knew the carpentry skills of his partners, and knew that it was still difficult to do such a delicate job, so he first learned woodcarving techniques in Shanghai Art Sculpture Factory for a week, and remembered everything he saw. Before leaving, he picked up a few carved patterns from the waste paper pile of the Shanghai Art Engraving Factory, and took away a scrapped "tiger's foot" along the way.

On the night of returning to Yujiang, he didn't care about resting, and held a general meeting of the whole factory overnight. It is required that everyone must do this first batch of work well.

But how do you do it well? Zhang Guoxi cleaned up the broken wood of the whole factory one by one, divided it into more than 30 piles, and each of the employees of the factory had a pile, so that everyone could practice carving according to the flowers on the samples. Then, he took the workers to Yangyang County, Zhejiang Province, which is known as the "hometown of wood carving", to learn from the masters of Dongyang County; I also invited the master of Dongyang to Yujiang...... In this way, Zhang Guoxi and his partners handed over the high-quality camphor flower box as scheduled. At the Canton Fair in 1974, their unique "cloud dragon box" caused a great sensation.

Zhang Guoxi is determined to carve this bowl of rice to the end. He gave each carver a paintbrush and a drawing board, and asked each person to make a sketch every day, which he looked at and rated.

He squeezed out funds and let the carvers go out to "play in the mountains and rivers" and accept the edification of beauty. As a result, all kinds of themes, various styles, and various schools of carving art have gathered in his office to compete for beauty.

In the autumn of 1979, Zhang Guoxi broke into Shanghai again. Also in the sample showroom of the Shanghai Arts and Crafts Export Company, he took a fancy to a niche that was much more valuable than a carved box.

This is a high-end handicraft that is exclusively exported to Japan. The "three major items" that are indispensable to Japanese families are villas, cars, and Buddhist shrines. The shrine is dedicated to Shakyamuni, and although it is only a few feet square, the structure is as complex as a miniature palace. Hundreds of parts with different shapes, as long as one piece is out of specification or slightly deformed, in the end it will not be installed and become a waste product. Because the process requirements are too high, many manufacturers dare not ask, but Zhang Guoxi takes a fancy to its low material and high price, which is almost a business of turning wood into gold!

Zhang Guoxi signed the contract, returned to his hometown with the sample, and soaked in the workshop for 20 days, figuring out and imitating with the workers, and finally achieved success. Zhang Guoxi was glad to have hugged a "cash cow". In 1980, his company generated 1 million yen in foreign exchange, of which 600,000 yen was the income of Buddhist shrines; In 1981, they earned 1.56 million yen in foreign exchange, and the income from the shrine exceeded 1 million yen!

Zhang Guoxi knows that to gain a firm foothold in the international market, it is necessary to have extremely strict requirements for product quality. Once, when a worker was carving two dragons on the beam of the Buddhist shrine, the dragon whiskers on the left were two centimeters shorter than the dragon whiskers on the right, and Zhang Guoxi broke the beam worth several hundred yuan in anger. He said: "I'd rather be damaged than smash the signboard in the factory!" ”

Once, a Japanese merchant came to the factory and told Zhang Guoxi that their products had fallen apart and broken beams after arriving in Japan, and they demanded compensation. The confident Guoxi quietly took the Japanese merchant to the packaging workshop to see the packing of the Buddhist shrine, and then brought it to the warehouse, and asked him to pick out a box at random for testing.

The worker picked out the packed wooden box and lifted it two meters above the ground, then slammed it to the concrete floor, and then fell again, before opening the wooden box and asking the merchant to inspect the Buddhist shrine inside the box. The Japanese merchants saw that although the packing box had been shaken, the Buddhist shrine in the box was not damaged at all! He couldn't help but look ashamed and speechless. In this way, with excellent quality, the products of Yujiang County Craft Carving Factory defeated Korean opponents with deep qualifications and high skills, and almost monopolized the Buddhist shrine market in Japan.

Zhang Guoxi is good at taking advantage of the right time and place. Due to the increase in the number of orders year by year, he decisively carried out various forms of horizontal economic alliance among the industry, and successively established 32 branches in Zhejiang, Shang, Jiangsu and other provinces and cities, with more than 4,000 employees.

In 1988, when Hainan Province had just been established as a special economic zone, Zhang Guoxi immediately took people to Sanya for inspection, invested 15 million yuan, and established a real estate development company; Then Hongda Industry and Trade Co., Ltd. was established in Shenzhen, which became the link and window for them to carry out international trade. Foreign newspapers have dubbed his company "a country built on rice paddies," and in addition to opening offices in three cities in China, Zhang Guoxi has also established offices in Japan, Canada and Germany, and the group is now the head of international trade.

It is precisely because Zhang Guoxi regards quality as his own life and strictly controls the quality that the handicrafts of the woodware factory can cross the ocean and settle down overseas.